The strategic framework of a brand precedes the creative development of the graphic, verbal, and/or sensory aspects that revolve around the creation, implementation, and maintenance of a brand.

What is a brand? How does it emerge, what is its purpose, and how is it developed? This course unit focuses on understanding what a briefing is, how it should be structured, and the key aspects to consider in the creation and development of a branding project, where design plays a fundamental role in bringing the brand to life.

On a theoretical level, we identify the conditions that lead a brand to choose between different levels of change (restyling or rebranding) and the processes behind the strategic task of naming. Different models of brand architecture and analysis of identity system components are also addressed.

All conceptual approaches will be illustrated through real and practical case studies that explore creative development. The practical component will involve the creation of moodboards to enhance the development of a branding project and its adaptation to a specific market.